Media convergence is a term often bandied about but rarely understood. Learn what it is and how convergent media can improve brand value in your business

1. Presented by
WHAT IS MEDIA CONVERGENCE?
5/7/2017

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Media convergence is the merging of both old and new media and can
be seen as a product, a system or a process.

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“[Media convergence is] the flow of content across
platforms, the cooperation between multiple media and
industries, and the migratory behaviour of media
audiences who would go almost anywhere in search of
the kinds of entertainment experience they wanted”
-- Henry Jenkins

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Convergence is how individual consumers interact with others on a
social level and use various media platforms to create new experiences,
new forms of media and content that connect us socially and not just to
other consumers, but to the corporate producers of media in ways that
have not been as readily accessible in the past.

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According to Jenkins, it is
where old and new media
collide, where grassroots
and corporate media
intersects, where the power
of media producers and the
power of media consumers
interact in a predictable way

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Advances in technology bring the
ability for technological
convergence that Rheingold
believes can alter the "social-side
effects," in that "the virtual, social
and physical world are colliding,
merging and coordinating."

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Media convergence, in reality, is more than just a shift in technology. It alters
relationships between industries, technologies, audiences, genres and
markets. Media convergence changes the rationality media industries operate
in, and the way that media consumers process news and entertainment. Media
convergence is essentially a process and not an outcome, so no single black
box controls the flow of media. With proliferation of different media channels
and increasing portability of new telecommunications and computing
technologies, we have entered into an era where media constantly surrounds
us.

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Media convergence requires that media companies rethink existing
assumptions about media from the consumer's point of view, as these affect
marketing and programming decisions. Media producers must respond to
newly empowered consumers.

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Conversely, it would seem that hardware is
instead diverging whilst media content is
converging. Media has developed into brands
that can offer content in a number of forms.
Two examples of this are Star Wars and The
Matrix. Both are films, but are also books,
video games, cartoons, and action figures.
Branding encourages expansion of one
concept, rather than the creation of new
ideas.

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As stated in the article,
Convergence Culture and Media
Work, by Mark Deuze, “the
convergence of production and
consumption of media across
companies, channels, genres,
and technologies is an
expression of the convergence of
all aspects of everyday life: work
and play, the local and the global,
self and social identity.”

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Media convergence is becoming increasingly important for corporations and
their content marketing strategies. Media convergence will see a greater
collaboration particularly between the Corporate Social Responsibility and
Marketing departments of organizations.

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Often CSR and Marketing
departments operate in silos and
miss out on the immense value
recognition of connecting
companies CSR activities to brand
storytelling.

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Companies need to move more into film making and become greater content
creators equally for both B2B and B2C based businesses. Video and film still
have the greatest impact of all modes of storytelling. GE has its own film
production and released a series called Un-Impossible Missions using high
profile filmmakers.

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In attempting to cure society’s ills, people from all walks of life are
looking to the corporation to serve as more than a machine to generate
shareholder value – if only because corporations have the money to do so.
-- Marc Epstein “Counting What Counts” 2000

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Connecting brands to social and environmental causes and movements is what
Transcendent Media Capital does for its clients in the design of International
Social Ventures (ISV) which are practical social and environmental impact
projects for companies to incorporate into their CSR agendas.
We then use convergent
media strategies to connect
the measured outcomes
from these ISV’s to media
productions for the brands
and distributing these
stories to their target
audience.

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ISV’s can be discreet local projects for
local markets or global social or
environmental movements

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The integration of social movements in cyberspace is one of the potential
strategies that social movements can use in the age of media convergence.
Because of the neutrality of the internet and the end-to-end design, the power
structure of the internet was designed to avoid discrimination between
applications.

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Mexico's Zapatistas campaign for land rights was one of the most influential
cases in the information age; Manuel Castells defines the Zapatistas as "the
first informational guerrilla movement". The Zapatista uprising had been
marginalized by the popular press. The Zapatistas were able to construct a
grassroots, decentralized social movement by using the internet.

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The Zapatistas Effect, observed
by Cleaver, continues to
organize social movements on
a global scale. A sophisticated
webmetric analysis, which maps
the links between different
websites and seeks to identify
important nodal points in a
network, demonstrates that the
Zapatistas cause binds together
hundreds of global NGOs

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Transcendent Media Capital uses
convergent media strategies to
create high quality media content to
engage audiences in social and
environmental impact stories, and
to build interactive grassroots
projects to create social and
environmental change.

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The first of Transcendent Media
Capital’s global social projects is Free
Yourself Global which addresses the
perpetuation of domestic abuse
throughout generations of families,
and asks the question “what does it
takes, whether you are the abuser or
the abused, to interrupt the
perpetuation of violence?”
Free Yourself Global has close to 200
NGO partners world-wide

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• A slate of short films
• A feature-length film
• Web series and Podcast series “Voices”
• TV series exploring the global proliferation of social
entrepreneurship as a means for businesses to solve
social issues around the world including domestic
abuse
• The largest curation project of stories from recovered
abusers and victims
Free Yourself Global convergent media includes:
“Still” a film by Florence Sobieski
• Print media
• A music benefit tours, 10 cities in less than 10
weeks
• Design of an interactive platform for
researchers, NGO’s, policy makers and victims,
using cognitive technology to extract data from
individuals stories around the world to help
inform policy.

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To learn more about how to become involved in Transcendent Media
Capital’s convergent projects or to expand your CSR and Marketing activities
Visit: www.transcendent-media.com